June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 1 Using In Game Upsell Techniques To Increase Sales.

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Presentation on theme: "June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 1 Using In Game Upsell Techniques To Increase Sales."— Presentation transcript:

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 2 In Game Upsell – What Is It? Most games rely only on DRM wrapper. - Enforces only time limit, typically 60 minutes. - Typically only upsells before and after game. Upsell full version inside the free game trial. Add screens to sell that full version. Add limits so more value in full version.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 3 In Game Upsell – Why? Why is so much of the industry content to throw sales out the door? Adding Great In Game Upsell Techniques can increase sales up to 20% or more.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 7 Types of Free Trial Limits Time, play for only 60 minutes. Levels, let user play only 10 of 100 levels. Features, cripple certain features, upgrades, etc.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 8 Time Limit DRM Wrapper typically enforces time limit. Most use 60 minutes. Some games sell better with 30 minutes, recommend on shorter games where blow to much full version in 60 minutes.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 9 Level Limit Let user only play a limited number of levels of the full version. Don’t give more than 10 – 25% for free. Provides more value to full version. Why buy if played 60% of the full version for free? Customer: $20 to get 40% more, forget it! BLOX Forever: 10 of 100 levels in demo.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 10 Feature Limits Disable certain features in free trial. Recommend on feature based games. World Domination: only basic weapons in demo. Mad Cars: limited cars, race tracks, and upgrades in demo.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 11 Tips – Do’s Test combinations of Time, Level, and Feature limits. Balance carefully, avoid over limiting. Give just enough that free trial is fun & addicting and user keeps playing up to limits. Keep users hitting that wall where they’re compelled to get the full version. Upsell everywhere… Buttons on main menu, pause menu, between levels, upon un-available level or feature, exit nag screen, etc.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 12 Tips – Dont’s Don’t over annoy and make free demo un- enjoyable. Unhappy users will not buy. Don’t use words like… “Buy Now” – Connotes spending money which is negative to users. “Order Now” or “Get Full Version” – Think from user’s point of view instead.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 13 Tips - Test Various Methods (Mike) Run tests where provide different combinations of limits and measure the changes in conversion rate. Time Limit: Sometimes only a time limit works best. Level Limit: Try giving 5, 10, 20, all levels, etc. Feature Limit: (if applies) test disabling various items in the game. Test, Test, Test!

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 14 Test Of Various Features (Mike) Level Limit Plus Other Options, Different Results

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 15 Samples Let’s look at some samples of various options.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 16 Cosmic Bugs – Retro64, Top 10 Seller Buy Button On Main Menu (should have said “Get Full Version”)

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 20 BLOX Forever – ArcadeTown, Good Seller Here w/ Nagging Features Level Limit, User Can View Samples Of Full Version Levels

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 21 World Domination – ISioux, Good Seller Heavy Feature Limits Only – Annoying But Very Effective

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 22 Upsell Full Version Using Web Version (Malcolm) Why have a web version? Increases stickiness and shelf life. Users keep coming back to play online and keeps your game in front of users for a longer period of time given increasingly crowded downloadable games space. Conversion rates increase. Users downloading the demo are more qualified thus more apt to buy.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 23 Online Version Do’s (Malcolm & Brian) Use Flash. Most common and versatile format that the most user systems support and most web sites accept. Push the free trial downloadable version from web version. Push sale directly from web version. Many skip this crucial feature, BFG took my hint. (Brian)

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 24 Online Version Dont’s (Malcolm) Don’t give away too much, limit it in key ways just like would do with downloadable. Maybe show a different scenario or level in web version not in the downloadable version. Don’t make a weak web version, must convince users that game is good.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 25 Samples (Malcolm) Let’s look at some samples of various web version options.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 31 Jewel Of Atlantis - Enkord, Top 10 Seller Online Version, Between Levels, Don’t Forget Full Version Upsell!

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 32 Technical, How To Code Upsell DRM wrapper typically used to wrap unprotected full version. Tap into the power of the DRM wrapper API and include your own in-game upsell.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 33 Basic DRM Wrapper API Let DRM wrapper take care of enforcing free trial time limit. Very basic needs: Determine if is demo or full version, display nag screens if is demo. Launch payment screens if clicks “Order Now”.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 34 Common DRM Wrappers Common DRM wrappers with apis include Trymedia, Armadillo, and Reflexive. Works for BigFishGames, AOL, iWin, TryMedia/Trygames and affiliates, ArcadeTown, Grab, Reflexive and Reflexive affiliates, and more. Some other portals use custom wrappers that have APIs available but not commonly made available, Oberon, Real, GameHouse, etc.

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 35 Armadillo API Integration Check if demo or full version… char str[256]; if (!GetEnvironmentVariable("ALTUSERNAME", str, sizeof(str))) // Armadillo environment variable missing so not wrapped elseif (stricmp(str, "default")) // is not default username so is registered, do nothing else // is default username so is demo, nag em Open purchase screen… // open a browser window to the site’s payment url ShellExecute(NULL, "open", "somesite.com/payurl.html", NULL, NULL, SW_SHOWNORMAL);

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June 27-29 2006Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors 36 Reflexive Arcade Wrapper API Integration Example of two most common functions –if(!RW_HasTheProductBeenPurchased()) { // Show nag screen or disable content } –… // when the game’s buy now button is pressed RW_EnterMenuSession(RW_MENU_TYPE_PURCHASE);